It’s true. If it were, they’d never spend it. They’d just horde it away like Ebeneezer Scrooge or my dad.

Think about all the stuff you buy on the daily: Shoes, Beer, Vacations, Food, Hair Extensions…

Why do you buy all that stuff? Because at the time of purchase you would rather have THAT stuff than your cash.

Those things you buy? You want them more than money. Otherwise, you wouldn’t trade money for them

I’ll use myself as an example: I love sushi.

If I’m hungry and you bring me a plate of my favorite sushi, I will give you money for it. Probably a LOT of money. (Especially if you’ve got some Hot Sake to go along with it.) Why? Because at that very moment in my life, I value the sushi more than the money it costs to buy it.

I’m hungry. You have something that will make me not hungry. And, it as looks amazing. Clearly I will part with $40 bucks because I see more value in that sushi than I do in my cash. (Also I’m gonna need some extra wasabi and ginger. Thanks.)

So what does that mean for you?

Well, it means, the way to succeed in business is to find something people value more than their money and offer it to them.

Find out what they are hungry for and offer it up on a silver platter. The better and more mouth-watering it looks, the easier it will be for you to get them to part with their money.

Everyone wants something. Everyone wants something more than money.

In fact, the reason we WANT money has nothing to do with the money itself. We only want money because we can trade it for the things we value more.

Nobody says, “Wow that sketch of Benjamin Franklin on the $100 bill is so realistic and lifelike! I must get my hands on more of them!

No.

We say, “Wow that beach resort in St. Croix looks so relaxing. I MUST get some Benjamin Franklins so I can buy a plane ticket to get there.”

It’s more than money.

It’s satisfying that hunger. It’s experiences, and possessions, and it’s also time.

Do you pay someone to mow your lawn? Clean your house? Wash your car?

Why do you do that?

It’s because you value your time more than your money.

You want to spend time with your spouse, or your family, or your friends. So, instead of wasting time in the kitchen, you all go out to a restaurant where somebody else does the cooking and cleaning. All you have to do is enjoy your time together. And THAT is way more valuable than the money you leave behind.

It’s the same reason people pay for virtual assistants, copywriters, web designers, and coaches.

When somebody deposits $5000 in my PayPal and says, “I want you to coach me. I need you to show me how-to get my business noticed,” what they are really saying is, “I value my time more than my money. This $5000 is less valuable than the guidance I can get from you. It’s more important to me to learn quickly, and get results faster than I can get them myself.”

And what they get in return is so much more valuable to them. They get to keep their time, they get answers to their questions, and they get something that they value more than money.